Question 1

_____ allows users to send and receive text messages on their mobile phones of up to 160 characters in length.

Accepted Answer

A)  Hot spot technology 
B)  Tex-Mex Technology 
C)  Podcasting 
D)  Short Message System (SMS) 
E)  Blogging 
A)  Hot spot technology 
B)  Tex-Mex Technology 
C)  Podcasting 
D)  Short Message System (SMS) 
E)  Blogging

Question 2

_____ are ads that appear between two content Web pages.

Accepted Answer

A)  Cookies 
B)  Banner ads 
C)  Pop-ups 
D)  Interstitials 
E)  Superstitials 
A)  Cookies 
B)  Banner ads 
C)  Pop-ups 
D)  Interstitials 
E)  Superstitials

Question 3

_____ represent(s)the percentage of people who are exposed to an online ad that actually clicked their mouse on it.

Accepted Answer

A)  Click-through rates (CTR) 
B)  Cost per thousand (CPM) 
C)  Cost per action (CP
A)  
D)  Opportunity to see (OTS) 
E)  Search engine assessment (SE
A)  
A)  Click-through rates (CTR) 
B)  Cost per thousand (CPM) 
C)  Cost per action (CP
A)  
D)  Opportunity to see (OTS) 
E)  Search engine assessment (SE
A)

Question 4

Rebecca has been receiving a large amount of unwanted e-mail from a company that sells furniture online,alerting her to special deals and new products.This is a case of _____ e-mailing.

Accepted Answer

A)  informative 
B)  opt-in 
C)  spam 
D)  misguided 
E)  misrouted 
A)  informative 
B)  opt-in 
C)  spam 
D)  misguided 
E)  misrouted

Question 5

A critical element of search engine advertising is that this form of advertising attempts to place messages in front of people precisely when their natural search efforts indicate they apparently are interested in buying a particular good or service.

Accepted Answer

A) True 
 B)False

Question 6

Several years ago a widely circulated report appeared in various media about the weight-loss benefits of drinking at least 24 ounces of milk daily along with undertaking a regular exercise regimen.The trade association responsible for promoting milk could have taken advantage of this publicity by placing ads on various health-oriented websites and linking the ads to media reports describing milk's weight-loss benefits.If they had done this they would have been using _____ advertising.

Accepted Answer

A)  keyword-matching 
B)  generic 
C)  secondary-market 
D)  social-networking 
E)  content-targeted 
A)  keyword-matching 
B)  generic 
C)  secondary-market 
D)  social-networking 
E)  content-targeted

Question 7

Online advertising formats that use motion,sights,and sounds are referred to as _____.

Accepted Answer

A)  banner ads 
B)  third screen media 
C)  CTRs 
D)  rich media 
E)  webblogs 
A)  banner ads 
B)  third screen media 
C)  CTRs 
D)  rich media 
E)  webblogs

Question 8

Mobile phones are being called _____ because they are so common.

Accepted Answer

A)  brand in the hand 
B)  third screen 
C)  replacement technology 
D)  minibooks 
E)  smartphones 
A)  brand in the hand 
B)  third screen 
C)  replacement technology 
D)  minibooks 
E)  smartphones

Question 9

_____ takes place when criminals send e-mail messages appearing to be from legitimate corporations and direct recipients to phony websites that are designed to look like companies' actual websites with the intent to extract personal data from people such as their credit card and pin numbers.

Accepted Answer

A)  Spamming 
B)  Podcasting 
C)  Skimming 
D)  Phishing 
E)  Browsing 
A)  Spamming 
B)  Podcasting 
C)  Skimming 
D)  Phishing 
E)  Browsing

Question 10

Which of the following terms refers to a method of placing online advertisements on Web pages that show results from search engine queries?

Accepted Answer

A)  search engine optimization 
B)  social media optimization 
C)  social advertising 
D)  search engine advertising 
E)  banner advertising 
A)  search engine optimization 
B)  social media optimization 
C)  social advertising 
D)  search engine advertising 
E)  banner advertising

Question 11

What is the value of podcasting for advertisers?

Accepted Answer

A)  targeted messages based on lifestyle characteristics 
B)  high CPM costs 
C)  high reach 
D)  coverage 
E)  search engine optimization 
A)  targeted messages based on lifestyle characteristics 
B)  high CPM costs 
C)  high reach 
D)  coverage 
E)  search engine optimization

Question 12

Superstitials are short,animated ads that play over or on top of a Web page.

Accepted Answer

A) True 
 B)False

Question 13

One general objective for assessing website advertising effectiveness is to assess the exposure value of a website or online ad.

Accepted Answer

A) True 
 B)False

Question 14

The two forms of search engine advertising available to online advertisers are _____.

Accepted Answer

A)  wired and wireless 
B)  keyword-matching and content-targeted 
C)  primary and secondary 
D)  Internet and intranet 
E)  Internet and ethernet 
A)  wired and wireless 
B)  keyword-matching and content-targeted 
C)  primary and secondary 
D)  Internet and intranet 
E)  Internet and ethernet

Question 15

John was going to his favorite sports website when an ad for home equity loans appeared in a separate window that materialized on the screen seemingly out of nowhere.He wasn't interested,so he closed the window.What type of online ad is this?

Accepted Answer

A)  website 
B)  banner ad 
C)  interstitial 
D)  superstitial 
E)  pop-up 
A)  website 
B)  banner ad 
C)  interstitial 
D)  superstitial 
E)  pop-up

Question 16

Anti-spam legislation under the rubric _____ has been passed in the United States.

Accepted Answer

A)  CAN-SPAM 
B)  X-SPAM 
C)  SPAMLEG 
D)  NOSPAM 
E)  WEB-SAFE 
A)  CAN-SPAM 
B)  X-SPAM 
C)  SPAMLEG 
D)  NOSPAM 
E)  WEB-SAFE

Question 17

Which information exchange situation is active in protection and shares information?

Accepted Answer

A)  Active Trust 
B)  Unconditional Share 
C)  Conditional Surrender 
D)  Unconditional Surrender 
E)  Conditional Share 
A)  Active Trust 
B)  Unconditional Share 
C)  Conditional Surrender 
D)  Unconditional Surrender 
E)  Conditional Share

Question 18

Phishing occurs when a competitor or other party clicks on a sponsored link repeatedly in order to foul up advertising effectiveness.

Accepted Answer

A) True 
 B)False

Question 19

E-zines tend to focus on traditional issues,such as family and religion.

Accepted Answer

A) True 
 B)False

Question 20

The "action" in CPA refers to determining _____.

Accepted Answer

A)  the number of users who actually visit a brand's website 
B)  the number of users who actually register their names on the brand's site 
C)  the number of users who actually purchase the advertised brand 
D)  a and b only 
E)  a, b, and c 
A)  the number of users who actually visit a brand's website 
B)  the number of users who actually register their names on the brand's site 
C)  the number of users who actually purchase the advertised brand 
D)  a and b only 
E)  a, b, and c

Exam 13: Digital Media: Online, Mobile and App Advertising

_____ allows users to send and receive text messages on their mobile phones of up to 160 characters in length.

_____ are ads that appear between two content Web pages.

_____ represent(s)the percentage of people who are exposed to an online ad that actually clicked their mouse on it.

Rebecca has been receiving a large amount of unwanted e-mail from a company that sells furniture online,alerting her to special deals and new products.This is a case of _____ e-mailing.

A critical element of search engine advertising is that this form of advertising attempts to place messages in front of people precisely when their natural search efforts indicate they apparently are interested in buying a particular good or service.

Online advertising formats that use motion,sights,and sounds are referred to as _____.

Mobile phones are being called _____ because they are so common.

_____ takes place when criminals send e-mail messages appearing to be from legitimate corporations and direct recipients to phony websites that are designed to look like companies' actual websites with the intent to extract personal data from people such as their credit card and pin numbers.

Which of the following terms refers to a method of placing online advertisements on Web pages that show results from search engine queries?

What is the value of podcasting for advertisers?

Superstitials are short,animated ads that play over or on top of a Web page.

One general objective for assessing website advertising effectiveness is to assess the exposure value of a website or online ad.

The two forms of search engine advertising available to online advertisers are _____.

John was going to his favorite sports website when an ad for home equity loans appeared in a separate window that materialized on the screen seemingly out of nowhere.He wasn't interested,so he closed the window.What type of online ad is this?

Anti-spam legislation under the rubric _____ has been passed in the United States.

Which information exchange situation is active in protection and shares information?

Phishing occurs when a competitor or other party clicks on a sponsored link repeatedly in order to foul up advertising effectiveness.

E-zines tend to focus on traditional issues,such as family and religion.

The "action" in CPA refers to determining _____.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

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